InSearchOf (ISO) is a secondhand styling startup that matches resellers with shoppers that fit their target profile, eliminating resale's current bottlenecks in the online marketplace. To launch ISO, our core team (myself, our founder, and our creative director) organized a full-day pop-up in NYC that doubled as a resale event and brand debut. We curated a roster of vintage sellers, each with their own stylistic niche, and transformed a rented venue into an immersive space for community and discovery. We even hired a tooth-gem specialist and got sponsored by Poppi!

As ISO's CTO, I led the visual design and brand asset production for the launch, working closely with our founder to define a visual language that felt playful, loud, and untraditional. We wanted to channel the values of our target audience: Gen-Z 20-somethings that love buying & selling vintage not just for the clothing, but for the culture, history, and personality that breathes life into the fabric. I created an ecosystem of visual assets that brought our ethos to life—posters, flyers, business cards, custom stickers & matchbooks, and an 8-foot hand-painted mirror.

The final result was a tactile brand world that people could pick up, peel, post, and keep. We had a huge turnout with over 300 people in attendance; many of whom walked in at first for the clothing, but stayed for the party. The pop-up success didn't just end when doors closed at 7PM on April 26th, it lived on in the mirror selfies, the ISO sticker-covered phones, and the custom ISO matchbooks that snuck our name into strangers’ pockets.

View the gallery of photos from the event, along with some of the original visual assets I designed!